How JioCinema’s Free IPL Streaming Changed Advertising Forever

The Indian Premier League (IPL) has always been a prime advertising opportunity, but in 2024, JioCinema changed the game by offering free streaming access to all users.

This single move:

• Removed the paywall, increasing viewership and engagement.

• Shifted ad spending from TV to digital, with Connected TV (CTV) ads seeing a 3X engagement boost.

• Introduced AI-powered, interactive ad formats, making IPL advertising more personalized and engaging than ever before.

JioCinema’s disruption of IPL advertising has set a new standard for digital-first sports marketing. Let’s explore how.

How JioCinema Disrupted IPL Advertising

1. Free Streaming Expanded the IPL Viewer Base

• By removing subscription fees, JioCinema attracted over 650 million IPL viewers in 2024, the highest in IPL history.

• This democratized access to IPL, allowing advertisers to reach a much larger audience than before.

• The free model forced brands to rethink their media strategies, shifting focus from premium TV slots to scalable digital ad placements.

2. The Rise of Connected TV (CTV) Ads

• Over 125 million unique viewers watched IPL via CTV devices, significantly higher than previous seasons.

• CTV ads on JioCinema delivered 3X more engagement than traditional TV ads on Star Sports.

• Brands leveraged AI-driven ad placements, targeting specific audiences based on viewing habits.

3. Interactive & AI-Powered Ad Formats

• JioCinema introduced gamified ad experiences, real-time polls, and shoppable ads, offering a higher level of engagement than static TV commercials.

• Brands integrated clickable in-stream ads, allowing viewers to explore products while watching matches.

• AI-powered real-time ad placements optimized messaging based on match momentum and audience sentiment.

4. Multi-Screen Engagement Changed Ad Strategies

• 80% of IPL viewers engaged with multiple screens simultaneously (TV + mobile).

• Brands ran synchronized digital ads across CTV, mobile apps, and social platforms.

• This created seamless brand experiences, increasing recall and engagement.

How Brands Can Maximize IPL Advertising in the JioCinema Era

1. Invest in CTV & Multi-Screen Strategies

• Optimize ad creatives for Connected TV and mobile audiences.

• Example: Running complementary social media ads while IPL matches stream live.

2. Leverage AI-Powered and Shoppable Ad Formats

• IPL advertisers should offer exclusive in-ad promotions, driving direct conversions.

• AI-powered targeting allows brands to adjust messaging in real time based on engagement data.

3. Engage Audiences with Interactive Brand Experiences

• Use real-time contests, IPL-themed trivia, and in-match polls to boost engagement.

• Brands should create IPL-specific content campaigns, rather than just static branding.

4. Experiment with Regional & Hyper-Targeted Campaigns

• JioCinema’s regional targeting features allow brands to customize campaigns for different language audiences.

• A Tamil Nadu-based brand can focus on CSK fans, while a Karnataka brand can target RCB supporters.

Conclusion: IPL Advertising Has Entered a New Era

JioCinema’s free IPL streaming model has transformed how brands approach sports advertising.

• CTV-first advertising is now the standard.

• AI-driven, interactive ads outperform traditional placements.

• Smaller brands can now compete with major advertisers, thanks to flexible pricing models.

How UNPAUZED Can Help

With IPL advertising now digital-first, brands need a strategic approach to maximize impact. UNPAUZED specializes in:

• Developing high-impact IPL advertising campaigns.

• Leveraging AI-driven ad strategies for real-time engagement.

• Helping brands enter IPL sponsorships at the right budget level.

Want to dominate IPL advertising in 2025? Let’s build your winning strategy—talk to us today.